Mixpanel + Redirectly — Deep Link Attribution in Mixpanel

Why Mixpanel

Behavioral analytics with attribution

Mixpanel excels at behavioral product analytics. By combining Redirectly attribution data with Mixpanel event tracking, you understand not just which campaigns drive installs, but which drive engaged, high-value users. Track user paths, measure feature adoption by campaign, and optimize marketing toward behavioral outcomes.

What Mixpanel measures

User funnels: Drop-off rates by campaign
Retention: Which cohorts stay engaged
User paths: Common feature usage sequences
Segmentation: Cohort analysis by attribution
Trend analysis: How campaigns perform over time

Real-world insights

Organic traffic → High retention, low purchase conversion
Paid ads → High retention, high purchase rate
Email re-engagement → Highest lifetime value
Instagram influencer → Viral potential, high acquisition
→ Optimize marketing mix based on behavior, not just installs

Implementation

Send attribution events to Mixpanel

Initialize Mixpanel and send attribution data when your app detects a Redirectly deep link on startup.

// lib/services/mixpanel_service.dart
import 'package:mixpanel_flutter/mixpanel_flutter.dart'
import 'package:redirectly/redirectly.dart'

class MixpanelService {
  static final Mixpanel _instance = Mixpanel()

  static Future<void> initialize(String token) async {
    await _instance.init(token)
    await _instance.setLoggingEnabled(false)
  }

  /// Track install with attribution from Redirectly
  static Future<void> trackInstallAttribution() async {
    try {
      final link = await Redirectly.getInitialLink()

      if (link != null) {
        // Build properties from Redirectly data
        final properties = {
          'redirectly_link_id': link.id,
          'redirectly_path': link.path,
          'campaign': link.params['campaign'],
          'source': link.params['source'],
          'medium': link.params['medium'],
          'content': link.params['content'],
          'term': link.params['term'],
        }

        // Track the install event
        await _instance.track('Install Attributed', properties)

        // Set user properties for segmentation
        await _instance.setUserProperties({
          'install_link': link.id,
          'install_source': link.params['source'],
          'install_campaign': link.params['campaign'],
          'install_time': DateTime.now().toIso8601String(),
        })

        print('Tracked install: ${link.id}')
      }
    } catch (e) {
      print('Error tracking install: $e')
    }
  }

  /// Listen for deep links during session
  static void listenToDeepLinks() {
    Redirectly.onDeepLink.listen((link) {
      _instance.track(
        'Deep Link Opened',
        properties: {
          'path': link.path,
          'redirectly_link_id': link.id,
          'campaign': link.params['campaign'],
          'source': link.params['source'],
        },
      )
    })
  }

  /// Track custom events with attribution context
  static Future<void> trackEvent(
    String eventName,
    Map<String, dynamic>? properties,
  ) async {
    final link = await Redirectly.getInitialLink()

    final eventProperties = {
      ...?properties,
      if (link != null) ...{
        'install_source': link.params['source'],
        'install_campaign': link.params['campaign'],
      },
    }

    await _instance.track(eventName, eventProperties)
  }
}

Initialize this in your app's main entry point:

// main.dart
void main() async {
  WidgetsFlutterBinding.ensureInitialized()

  await Redirectly.initialize(apiKey: 'your_redirectly_key')
  await MixpanelService.initialize('your_mixpanel_token')

  // Track initial attribution
  await MixpanelService.trackInstallAttribution()

  // Listen for future deep links
  MixpanelService.listenToDeepLinks()

  runApp(const MyApp())
}

Feature Tracking

Track user behavior with attribution context

Log every important user action with campaign attribution. This reveals which channels drive engaged users.

// lib/screens/auth_screen.dart
class AuthScreen extends StatelessWidget {
  Future<void> handleSignup(String email, String password) async {
    try {
      // Sign up the user
      final user = await _auth.signup(email, password)

      // Track signup with attribution
      await MixpanelService.trackEvent(
        'Signup Completed',
        {'email': email, 'user_id': user.id},
      )

      Navigator.pushReplacementNamed(context, '/home')
    } catch (e) {
      print('Signup error: $e')
    }
  }

  @override
  Widget build(BuildContext context) {
    return Scaffold(
      appBar: AppBar(title: const Text('Sign Up')),
      body: Column(
        children: [
          TextField(
            onChanged: (value) {
              // Track field interaction
              MixpanelService.trackEvent('Signup Form Focused')
            },
          ),
          ElevatedButton(
            onPressed: () => handleSignup(email, password),
            child: const Text('Sign Up'),
          ),
        ],
      ),
    )
  }
}

// lib/screens/home_screen.dart
class HomeScreen extends StatefulWidget {
  @override
  void initState() {
    super.initState()
    // Track screen view
    MixpanelService.trackEvent('Home Screen Viewed')
  }

  void handlePurchase(String productId, double amount) async {
    await _stripe.charge(amount)

    // Track purchase with attribution
    await MixpanelService.trackEvent(
      'Purchase Completed',
      {
        'product_id': productId,
        'amount': amount,
      },
    )
  }

  void shareWithFriend(String friendEmail) async {
    // Generate Redirectly referral link
    final referralLink = await Redirectly.createLink(
      path: 'referral',
      params: {
        'referrer_id': currentUser.id,
        'referrer_email': currentUser.email,
      },
    )

    // Track referral event
    await MixpanelService.trackEvent(
      'Referral Shared',
      {
        'friend_email': friendEmail,
        'referral_link': referralLink,
      },
    )

    // Share via email/SMS
    await Share.share('Join me: $referralLink')
  }
}

Funnels & Cohorts

Analyze funnels by campaign source

In Mixpanel, create funnels that show how users from each campaign progress through your app.

Setup funnel in Mixpanel

Create a funnel with these steps:

1. Install Attributed

2. Signup Completed

3. First Purchase Completed

Segment by: install_source

Typical funnel results

You might see something like:

Instagram: 1000 installs → 200 signups (20%) → 30 purchases (3%)

Email: 100 installs → 85 signups (85%) → 25 purchases (25%)

Organic: 500 installs → 75 signups (15%) → 15 purchases (3%)

Use insights to optimize

If email drives 5x higher conversion despite lower volume, shift budget toward email. If Instagram has low conversion but high viral potential, focus on amplifying top creators.

User Paths

Discover user paths by attribution

Use Mixpanel's User Path analysis to see how users from each campaign navigate your app.

// Example: Set detailed user properties for path analysis
Future<void> setDetailedUserProperties() async {
  final link = await Redirectly.getInitialLink()

  if (link != null) {
    await mixpanel.setUserProperties({
      // Campaign attribution
      'install_campaign': link.params['campaign'],
      'install_source': link.params['source'],

      // Device info
      'device_type': deviceType,
      'os_version': osVersion,

      // Behavioral properties
      'is_power_user': false, // Update as user engages
      'feature_interest': [], // Build as user explores
      'price_sensitivity': 'unknown', // Learn from behavior
    })
  }
}

// Then track events:
// Home Screen Viewed → Browse Products → Add to Cart → Purchase

// Mixpanel will show:
// "Instagram users spend 40s on Product pages"
// "Email users buy within 2 hours of install"
// "Organic users have 5x higher churn"

Next steps

Optimize your marketing with behavioral attribution insights:

Amplitude Integration→Segment Integration→Flutter Deep Linking→All Integrations→

Mixpanel + Redirectly Attribution